L.L.Bean Taps Weber Shandwick for 100th Anniversary Assignment
NEW YORK, August 11, 2011—American retailer L.L.Bean, a leading multi-channel merchant of quality outdoor gear and apparel, has selected Weber Shandwick to design and execute an integrated cross-platform communications campaign for the company’s upcoming 100th anniversary celebration.
“We had admired Weber Shandwick’s anniversary work for other iconic brands,” said Steve Fuller, chief marketing officer for L.L.Bean. “They brought real passion to the table as well as a clear understanding of our brand and business objectives. We’re looking forward to an exciting 2012 for our customers, employees and partners —we have a lot to celebrate.”
Fuller said the details of the plan will be unveiled in January. The company is using a fully integrated approach, including advertising, events, public relations, retail activities, social media and cause marketing. GSD&M of Austin, TX handles L.L.Bean advertising.
“L.L.Bean is a brand that is laser-focused on values that are highly relevant to consumers today: quality, customer service and a love of the outdoors,” said Cathy Calhoun, president of Weber Shandwick North America. “And the 100th anniversary provides a tremendous opportunity for us to help the company share the many stories that are real proof-points of those values. L.L.Bean will be sharing those stories via both traditional and social platforms – and doing some good along the way. It’s an extremely exciting assignment for our firm and the team working on this project.”
Weber Shandwick has executed campaigns for a number of iconic brand milestones including Harley-Davidson’s 100th anniversary, Ocean Spray’s 75th anniversary, and General Motors’ 100th anniversary. The L.L.Bean 100th anniversary effort will be led from the firm’s Boston office with support from teams in New York and Chicago.